I actually think this is an awesome marketing idea. If I was a child I would have gone NUTS over this, making sure I collected one of each type and then some. Another really unique idea brought to the table is that each 'Toy' acts as a memory card, so when you're playing with this particular character, all the stats you rack up while playing with it saves directly into the toy and you can take that toy over to a friend's house and play with your specific character on their game with your saved stats.